New Balance celebrates its iconic grey color for the month of May

New Balance surprises with its “Grey Days” to celebrate its most representative color.

Since its intentional introduction in the 1980s, this shade has been a symbol of timeless style and quality, becoming an essential element of the brand’s DNA. This May, the sports brand pays tribute to this legacy with a series of actions that will highlight all the facets in which gray has left its mark.

Under New Balance’s independent philosophy, gray not only stood out among its competitors in the running arena, but also became a must-have in the urban landscape. From the streets to the running track, gray has remained a symbol of authenticity and versatility.

The brand has unveiled the short film “Grey Days,” directed by Thom Glover and Daniel Wolfe of American Haiku, along with Elliott Power, director of photography for Norm Li. Shot and framed in 16mm black and white, the seven-minute film portrays the significant impact New Balance has had on global sneaker culture, from its inception to the present, through seven vignettes that explore different aspects of its history, from the brand’s running heritage and its popularity in different subcultures, from Tokyo to Marseille. “Grey Days” features appearances by British rapper Dave, Escalopeviandehache, defender Chase Young, and skate legend Andrew Reynolds.

Chris Davis, CMO and Senior Vice President of Merchandising at New Balance, said, “This film celebrates what grey means to us as a brand, but also what it embodies for New Balance consumers. It recognizes fans outside of mass culture, those who have supported our signature and emblematic ‘Grey’ for generations.”

In addition to the short film, New Balance is presenting a series of exclusive releases throughout the month, including iconic models and special collaborations:

• May 1st: The Grey Shop arrives in New Balance stores and on its online platform, offering a wide selection of grey models in various categories.
• May 17th: Launch of special “Grey Days” editions of the WRPD Runner and 1906R sneakers, inspired by the durability and strength of stone.
• May 20th: Debut of the Fresh Foam X 1080 “Grey” sneaker, featuring suede accents and a grayscale color palette.
• May 23rd: Global launch of the District Vision x New Balance SC Elite v4 collaboration, along with a variety of apparel.
• May 23rd: Launch of the KAWHI IV, a basketball shoe that combines high performance with a sophisticated lifestyle-influenced aesthetic.
• May 24th: Launch of the Coco CG1 “Grey” and Fresh Foam Audazo Numeric sneakers, with exclusive details that pay homage to the brand’s legacy.

From the streets to the screen, New Balance will be celebrating the versatility and timelessness of the color grey throughout the month of May, bringing its historical legacy into tomorrow. The Grey Days collections will be available in stores and on newbalance.com.